Media, ad execs and celebs return to Cannes Lions – Business News
It’s that time of 12 months again when the mega-yachts of titans of media, tech and promoting drop anchor within the Mediterranean Sea, the place the industry’s greatest names will convene within the glitzy French seaside city of Cannes to make offers and debate the industry’s greatest points.
The rosé and champagne-infused week-long occasion, generally known as the Cannes Lions International Festival of Creativity, is roaring back this week for its 72nd 12 months – and boasting over 12,000 attendees from over 97 nations, together with a heavy-hitting record of prime execs, celebs and athletes.
“These are the biggest numbers they’ve ever had,” stated 3CV founder Michael Kassan, who has not solely been going to Cannes Lions for over 25 years, however can be instrumental in shaping it into what the occasion has grow to be.
The VIP ceremonial dinner hosted by iHeartworkMedia and MediaHyperlink at Hotel du Cap-Eden-Roc during the Cannes Lions Festival in 2023 in Cap d’Antibes, France. Getty Images for iHeartworkMedia
“You have the agencies, you have the brands, you have the creatives, you have the media side and the platforms,” he stated. That’s why you get the thrill and that’s why Cannes is a must-attend occasion. I’m not saying it’s immune to financial pressures and the like however the numbers for Cannes Lions are by the roof [this year].”
The self-proclaimed grand poobah of the illustrious occasion rattled off a slew of prime names in media who will probably be at this week’s occasion, together with Amazon CEO Andrew Jassy, newly named Instacart CEO Chris Rogers and Disney Entertainment co-chair Dana Walden, who’s within the operating for the highest job when Mouse House CEO Bob Iger is slated to step down in late 2026.
Adobe Systems CEO Shantanu Narayen will grab the Creative Champion of the Year award at Cannes Lions. AP
Headlining audio system for the five-day fest, which begins Monday, embody Adobe Systems CEO Shantanu Narayen, who will grab the Creative Champion of the Year award, in addition to YouTube CEO Neal Mohan tennis star and entrepreneur Serena Williams, NFL participant and Taylor Swift beau Travis Kelce, actress and Hello Sunshine founder Reese Witherspoon and “Tonight Show” host Jimmy Fallon.
Despite the robust attendance, the economic system will probably be prime of thoughts for execs, who’re grappling with how to deal with President Trump’s looming tariffs, a tepid mergers and acquisition setting and uncertainty about how the implementation of artificial intelligence will impression the promoting industry.
“I might have a bit of a hot take on the economy,” stated Yahoo Chief Revenue Officer Rob Wilk.”If you have a look at what you learn, it appears approach more gloomy than what I expertise day to day.”
Tennis legend and entrepreneur Serena Williams will communicate on the media and promoting convention. AFP through Getty Images
Wilk. whose media company is celebrating its thirtieth anniversary this 12 months, stated that the advertisers are “holding on to dry powder” and ready to spend versus “slashing budgets and pulling back” and that he’s seeing that very same warning mirrored in dealmaking, due partly to the tariff dialog.
He stated M&A offers will solely occur in the event that they’re an “accretive acquisition,” giving the instance of Yahoo’s April acquisition of Artifact, the AI-driven information aggregation app from Instagram cofounders Kevin Systrom and Mike Krieger.
3CV’s Kasan stated he expects the M&A setting to heat up later as soon as two main offers close. He cited the $13.25 billion merger between ad giant Omnicom and Interpublic, which is anticipated to close later this 12 months, and Skydance Media’s $8 billion acquisition of Paramount Global.
NFL star and Taylor Swift beau Travis Kelce is returning to Cannes this 12 months, because the pageant continues to lean into the topics of sports activities media. Erik Messori for NY Post
CBS-parent Paramount is at the moment embroiled in talks to settle President Trump’s $20 billion lawsuit in opposition to “60 Minutes” over the modifying of its sitdown with former Vice President Kamala Harris. The legal settlement will probably be key for the deal to transfer ahead, in accordance to media consultants.
“I do think the M&A landscape and entertainment will get a little busy once the Paramount deal is done,” Kassan stated, noting that Cannes will probably be a sizzling mattress for dealmaking and conversations about how to grow companies.
Media execs and ad titans will discover how artificial intelligence, influencer advertising and marketing and retail media can increase their companies. Getty Images for iHeartworkMedia
This 12 months, execs will probably be targeted on 4 prime points that may drive income; artificial intelligence, commerce, creators and sports activities media, he stated, including that his new company 3CV will probably be internet hosting talks on these themes all through the week at Plage 3CV on the Croisette.
“AI is everything, everywhere all at once,” he stated with a snort.
Christopher Vollmer, managing director of MediaHyperlink and companion at UTA agreed, explaining that the “conversations around AI have shifted from can AI create something interesting to how do we create AI responsibly, distinctively and at scale?”
Cannes will quickly be flooded with mega-yachts as elites from tech, media and promoting descend on the seaside city. Ella Pellegrini for NY Post
“It’s more about a pragmatic application of AI versus a ‘gee whiz’ reaction,” he stated, including that chief financial officers of firms are pushing their advertising and marketing heads to spend effectively and do more with much less money.
“The ability to do that – with the advancements in data, technology, etcetera— reinforces that it is possible to do more with less every year,” he stated. “There’s a real focus on what price performance, what marketing investments of any kind can be tied to return on investment.”
Retail or commerce media has grow to be a big focus for manufacturers on the lookout for growth. He pointed to Amazon– which may have a robust presence as soon as again at Lions– as main the charge in its value-proposition to companions.
“Amazon’s whole proposition is ‘we know what you watch and we know what you buy,’” he stated, including that the e-commerce giant is driving a convergence throughout content material, promoting, commerce and procuring.
Sports Beach will return this 12 months and welcome a slew of athletes as soon as again. Erik Messori for NY Post
“It’s not just the big giants anymore,” stated Lauren Wiener, Global lead of the advertising and marketing, gross sales and pricing observe of the Boston Consulting Group.”New gamers and class leaders are turning commerce knowledge into media engines and redefining how advertisers attain shoppers.”
Wiener added that chief advertising and marketing officers are “reshaping” how they spend, “not retreating,” and that is taking the shape of “doubling down” on areas that unlock each effectivity and growth whereas slashing prices and legacy business fashions.
Brand building can be central to any marketer’s agenda, and that the significance of sports activities media and creators/ influencers have exploded lately due partly to, its potential to attain youthful audiences.
Professional athletes will take heart stage at occasions held by Axios, Medialink, Deep Blue Sports and Stagwell with its spectacular Sports Beach complicated, addressing a selection of topics from the creator economic system, AI, mental health, type and how to assist feminine athletes.
“Tonight Show” host Jimmy Fallon will take to Cannes Lions this 12 months and speak about how his viral comedy segments have help attract new viewers and advertisers. Todd Owyoung/NBC through Getty Images
Cannes will welcome NBA all-star Carmelo Anthony, WNBA champion Sue Bird, former NFL star Chad “Ochocinco” Johnson, former Yankee slugger Alex Rodriguez and soccer stars Alex Morgan and Megan Rapinoe, amongst others.
Brands have leaned on athletes as a result of they’ve grow to be as important as conventional leisure franchises due to their recognition and potential to drive engagement with shoppers.
Pointing to the NBA finals, Josh Rosenberg, CEO of inventive communications firm, Day One Agency stated followers throughout the nation are “really lit up.”
“I think it is perfect for storytelling,” he stated, referring to the finals. “Everyone is rooting for their person and I think that in this day and age, it is what is uniting large groups of people – and also this is one of the only times that audiences are tuned in at the same time to the same things.”
Rosenberg touted the rise in recognition of ladies’s sports activities and sports activities general, as a approach to additionally attain youthful audiences.
Cannes is anticipated to welcome over 12,000 attendees to Cannes Lions this 12 months. Ella Pellegrini
“There are all these new personalities that have their own social media followings and platforms and communities that fans are really engaged with, which are prime opportunities for a brand to capitalize on and for them to support athletes on their journey,” he stated.
According to Harry Kargman, CEO of cell model and ad company Kargo, working with creators can help manufacturers broaden their attain nevertheless it’s crucial to have a diversified, measurable and focused advertising and marketing strategy.
Working with influencers will be tough as a result of it’s virtually unimaginable to measure the facility of their attain, in contrast to with focused adverts, however he stated it may be value it for a model in the event that they’re wanting to attain new prospects.
“I think influencers unlike other places- if they build the right content around a brand or around the brand message and if they have authenticity- it can be extraordinarily effective,” Kargman stated, “It’s like close to word of mouth but it’s word of mouth to hundreds of thousands, if not millions of followers.”
